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In 1993, the new CEO Robert Louis-Dreyfus faced a challenge: to bring back adidas profitable and dynamic, creating a new type of open, young, flexible organization. He replaced senior and middle managers with a highly international team, outsourced production to lower-wage subcontractors in Asia, and also replaced the organization built around a product with one along functional lines. Such changes permitted adidas to find its profitability; decision-making became quick and non-hierarchical.
Adidas was also faced with the necessity to reorganize its policy according to the growing economical and social uncertainties...
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